Passengers at Spain's largest airport will get a taste of Chilean fruit over the coming weeks, as a marketing campaign gets underway aimed at boosting consumption and expanding distribution channels. 

The campaign at the Madrid-Barajas airport was created by the Chilean Fruit Exporters' Association (ASOEX) and promotion agency ProChile.

Over the next month, seasonal fruits including apples, pears and kiwifruit will be highlighted on digital restaurant menus and on signs near store check-outs.

"This is a pilot promotion that will be developed in Madrid-Barajas, because it's an important airport that offers a great platform to connect with different types of consumers," ASOEX marketing director for Asia and Europe Charif Christian Carvajal told Fresh Fruit Portal.

A Chilean Humboldt penguin will feature on the promotional material in a bid to capture the interest of children.

ProChile's representative in Spain Roberto Paiva highlighted the importance of the first promotional campaign in the country.

"This is a market that is expanding quickly, and so it's an excellent opportunity for Chile to promote its products," he said.

Last year Spain became the world's third-most visited country, receiving 75.3 million tourists and achieving a fourth consecutive record for passenger numbers. More than 50.4 million of them passed through Madrid-Barajas airport.

Along with promoting fruits in terminals 1, 2, 3, and 4, along with cafés and self-service restaurants, ProChile is also promoting the South American country as a touristic destination.

"Barajas is an airport that receives thousands of travelers every day and it's one of the most important in the world," Paiva said.

There are plans to carry out similar promotions for Chilean blueberries and cherries at a later stage.

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